Consumer preferences for electric vehicles in lower tier cities of China: Evidences from south Jiangsu region

China is the world biggest market of electric vehicles (EVs) in terms of production and sales. Existing studies on consumer preferences for EVs in China have generally focused on first-tier cities, while little attention has been paid to the lower tier cities. This exploratory study investigates consumer preferences for EVs in lower tier cities of China, by collecting stated preference (SP) data in two second-tier cities and three third-tier cities in the south Jiangsu region of China. The discrete choice modeling analysis shows that Chinese consumers in lower-tier cities are generally sensitive to monetary attributes, charging service and driving range of EVs. They also perceive Chinese vehicle brands to be disadvantaged compared with European brands. When comparing the differences in second-tier versus third-tier cities, we find that consumers in third-tier cities are more sensitive to purchase price, subsidy of purchase, and coverage of charging stations than their second-tier counterparts. This study also highlights the role of different psychological effects, such as symbols of car ownership, normative-face influence, and risk aversion, in shaping consumer preferences for EVs in lower-tier cities of China. Our results provide important implications for contextualizing government policies and marketing strategies in line with the different sizes and characteristics of the cities in China.     

Household demand and willingness to pay for clean vehicles

This paper examines the factors and incentives that are most likely to influence households’ choice for cleaner vehicles in the metropolitan area of Hamilton, Canada. Data collection is based on experimental design and stated choice methods through an Internet survey. Choice alternatives included a conventional gasoline, a hybrid and an alternative fuelled vehicle. Each option is described by a varying set of vehicle attributes and economic incentives, customized per respondent. Controlling for individual, household and dwelling-location characteristics, parameters of a nested logit model indicates that reduced monetary costs, purchase tax relieves and low emissions rates would encourage households to adopt a cleaner vehicle. On the other hand, incentives such as free parking and permission to drive on high occupancy vehicle lanes with one person in the car were not significant. Furthermore, limited fuel availability is a concern when households considered the adoption of an alternative fuelled vehicle. Finally, willingness-to-pay extra for a cleaner vehicle is computed based on the estimated parameters.     

The role of instrumental,hedonic and symbolic attributes in the intention to adopt electric vehicles

The aim is to understand how private car drivers’ perception of vehicle attributes may affect their intention to adopt electric vehicles (EVs). Data are obtained from a national online survey of potential EV adopters in the UK. The results indicate that instrumental attributes are important largely because they are associated with other attributes derived from owning and using EVs, including pleasure of driving (hedonic attributes) and identity derived from owning and using EVs (symbolic attributes). People who believe that a pro-environmental self-identity fits with their self-image are more likely to have positive perceptions of EV attributes. Perceptions of EV attributes are only very weakly associated with car-authority identity.     

Consumer purchase intentions for electric vehicles: Is green more important than price and range?

In view of global warming and climate change, a transition from combustion to electric vehicles (EVs) can help to reduce greenhouse gas emissions and improve air quality. However, high acquisition costs and short driving ranges are considered to be main factors which impede the diffusion of EVs. Since electricity needs to be produced from renewable energy sources for EVs to be a true green alternative, the environmental performance of EVs is also presumed to be an important factor. This paper investigates the role of environmental performance compared to price value and range confidence regarding consumer purchase intentions for EVs. To develop our hypothesis, we interview 40 end-user subjects about their beliefs toward EVs. Then, we perform 167 test drives with a plug-in battery EV and conduct a survey with the participants to test the hypothesis. Results of a structural equation modeling support the hypothesis that the environmental performance of EVs is a stronger predictor of attitude and thus purchase intention than price value and range confidence.     

Who will buy electric vehicles? Identifying early adopters in Germany

Electric vehicles (EVs) have noteworthy potential to reduce global and local emissions and are expected to become a relevant future market for vehicle sales. Both policy makers and car manufacturers have an interest to understand the first large EV user group, frequently referred to as ‘early adopters’. However, there are only a few empirical results available for this important group. In this paper, we analyse and discuss several empirical data sets from Germany, characterising this user group from both a user and a product perspective, i.e. who is willing to buy an EV and who should buy one. Our results show that the most likely group of private EV buyers in Germany are middle-aged men with technical professions living in rural or suburban multi-person households. They own a large share of vehicles in general, are more likely to profit from the economical benefits of these vehicles due to their annual vehicle kilometres travelled and the share of inner-city driving. They state a higher willingness to buy electric vehicles than other potential adopter groups and their higher socio-economic status allows them to purchase EVs. In contrast to this, inhabitants of major cities are less likely to buy EVs since they form a small group of car owners in general, their mileage is too low for EVs to pay off economically and they state lower interest and lower willingness to pay for EVs than other groups. Our results indicate that transport policy promoting EVs should focus on middle-aged men with families from rural and sub-urban cities as first private EV buyers.     

Consumers’ willingness to pay for alternative fuel vehicles: A comparative discrete choice analysis between the US and Japan

This paper conducts a comparative discrete choice analysis to estimate consumers’ willingness to pay (WTP) for electric vehicles (EVs) and plug-in hybrid electric vehicles (PHEVs) on the basis of the same stated preference survey carried out in the US and Japan in 2012. We also carry out a comparative analysis across four US states. We find that on average US consumers are more sensitive to fuel cost reductions and alternative fuel station availability than are Japanese consumers. With regard to the comparative analysis across the four US states, consumers’ WTP for a fuel cost reduction in California is considerably greater than in the other three states. We use the estimates obtained in the discrete choice analysis to examine the EV/PHEV market shares under several scenarios. In a base case scenario with relatively realistic attribute levels, conventional gasoline vehicles still dominate both in the US and Japan. However, in an innovation scenario with a significant purchase price reduction, we observe a high penetration of alternative fuel vehicles both in the US and Japan. We illustrate the potential use of a discrete choice analysis for forward-looking policy analysis, with the future opportunity to compare its predictions against actual revealed choices. In this case, increased purchase price subsidies are likely to have a significant impact on the market shares of alternative fuel vehicles.     

Electric vehicles: How much range is required for a day’s driving?

One full year of high-resolution driving data from 484 instrumented gasoline vehicles in the US is used to analyze daily driving patterns, and from those infer the range requirements of electric vehicles (EVs). We conservatively assume that EV drivers would not change their current gasoline-fueled driving patterns and that they would charge only once daily, typically at home overnight. Next, the market is segmented into those drivers for whom a limited-range vehicle would meet every day’s range need, and those who could meet their daily range need only if they make adaptations on some days. Adaptations, for example, could mean they have to either recharge during the day, borrow a liquid-fueled vehicle, or save some errands for the subsequent day. From this analysis, with the stated assumptions, we infer the potential market share for limited-range vehicles. For example, we find that 9% of the vehicles in the sample never exceeded 100 miles in one day, and 21% never exceeded 150 miles in one day. These drivers presumably could substitute a limited-range vehicle, like electric vehicles now on the market, for their current gasoline vehicle without any adaptation in their driving at all. For drivers who are willing to make adaptations on 2 days a year, the same 100 mile range EV would meet the needs of 17% of drivers, and if they are willing to adapt every other month (six times a year), it would work for 32% of drivers. Thus, it appears that even modest electric vehicles with today’s limited battery range, if marketed correctly to segments with appropriate driving behavior, comprise a large enough market for substantial vehicle sales. An additional analysis examines driving versus parking by time of day. On the average weekday at 5 pm, only 15% of the vehicles in the sample are on the road; at no time during the year are fewer than 75% of vehicles parked. Also, because the return trip home is widely spread in time, even if all cars plug in and begin charging immediately when they arrive home and park, the increased demand on the electric system is less problematic than prior analyses have suggested.     

Hybrid cars and HOV lanes

The 2005 California Clean Air Access Sticker program offered stickers to owners of hybrid cars allowing unrestricted access to High Occupancy Vehicle lanes. The program was conceived as a zero-cost mechanism to encourage purchase of hybrid cars and to reduce air pollution. Information from sales of used hybrids allows us to estimate sticker market value. We then derive the value of excess HOV space the hybrids occupied, which is considerably greater than the air pollution benefits achieved. A more effective policy would sell space to drivers of any vehicle and use the revenue to stimulate hybrid demand, preferably via direct subsidy.     

Customizing driving cycles to support vehicle purchase and use decisions: Fuel economy estimation for alternative fuel vehicle users

Wider deployment of alternative fuel vehicles (AFVs) can help with increasing energy security and transitioning to clean vehicles. Ideally, adopters of AFVs are able to maintain the same level of mobility as users of conventional vehicles while reducing energy use and emissions. Greater knowledge of AFV benefits can support consumers’ vehicle purchase and use choices. The Environmental Protection Agency’s fuel economy ratings are a key source of potential benefits of using AFVs. However, the ratings are based on pre-designed and fixed driving cycles applied in laboratory conditions, neglecting the attributes of drivers and vehicle types. While the EPA ratings using pre-designed and fixed driving cycles may be unbiased they are not necessarily precise, owning to large variations in real-life driving. Thus, to better predict fuel economy for individual consumers targeting specific types of vehicles, it is important to find driving cycles that can better represent consumers’ real-world driving practices instead of using pre-designed standard driving cycles. This paper presents a methodology for customizing driving cycles to provide convincing fuel economy predictions that are based on drivers’ characteristics and contemporary real-world driving, along with validation efforts. The methodology takes into account current micro-driving practices in terms of maintaining speed, acceleration, braking, idling, etc., on trips. Specifically, using a large-scale driving data collected by in-vehicle Global Positioning System as part of a travel survey, a micro-trips (building block) library for California drivers is created using 54 million seconds of vehicle trajectories on more than 60,000 trips, made by 3000 drivers. To generate customized driving cycles, a new tool, known as Case Based System for Driving Cycle Design, is developed. These customized cycles can predict fuel economy more precisely for conventional vehicles vis-à-vis AFVs. This is based on a consumer’s similarity in terms of their own and geographical characteristics, with a sample of micro-trips from the case library. The AFV driving cycles, created from real-world driving data, show significant differences from conventional driving cycles currently in use. This further highlights the need to enhance current fuel economy estimations by using customized driving cycles, helping consumers make more informed vehicle purchase and use decisions.     

Effects of providing total cost of ownership information on consumers’ intent to purchase a hybrid or plug-in electric vehicle

Energy-saving technologies have a difficult time being widely accepted in the marketplace when they have a high initial purchase price and deferred financial benefits. Consumers might not realize that, in the long-run, the financial benefits from reduced energy consumption offset much or all of the initial price premium. One strategy to address consumer misconception of this advantage is to supply information on the “total cost of ownership”, a metric which accounts for the purchase price, the cost of the fuel, and other costs over the ownership period. In this article, we investigate how providing information on five-year fuel cost savings and total cost of ownership affects the stated preferences of consumers to purchase a gasoline, conventional hybrid, plug-in hybrid, or battery electric vehicle. Through an online survey with an embedded experimental design using distinct labels, we find that respondent rankings of vehicles are unaffected by information on five-year fuel cost savings. However, adding information about total cost of ownership increases the probability that small/mid-sized car consumers express a preference to acquire a conventional hybrid, plug-in hybrid, or a battery-electric vehicle. No such effect is found for consumers of small sport utility vehicles. Our results are consistent with other findings in the behavioral economics literature and suggest that further evaluation of the effects of providing consumers with information on the total cost of vehicle ownership is warranted.     

Factors affecting consumer assessment of eco-labeled vehicles

A statewide sample of Maine registered vehicle owners is used to examine factors that affect their assessments of eco-labeled conventionally fueled passenger vehicles. The study focuses on developing an empirical and theoretical framework with which to model vehicle choice decisions under eco-labeled conditions. Particular attention is paid to how eco-information may affect the two-stage vehicle purchase process. The study builds upon environmental economic and psychology literature in examining the role of personal characteristics such as perceived effectiveness of consumer purchase decisions and perceptions of the eco-labeled products as factors in the vehicle purchase decision. It was found that environmental attributes of an eco-labeled passenger vehicle are significant in the purchase decision. The eco-information is considered in the vehicle purchase decision, but is generally not considered at the class-level decision.     

Consumer preferences for electric vehicles: a literature review

Widespread adoption of electric vehicles (EVs) may contribute to the alleviation of problems such as environmental pollution, global warming and oil dependency. However, the current market penetration of EV is relatively low in spite of many governments implementing strong promotion policies. This paper presents a comprehensive review of studies on consumer preferences for EV, aiming to better inform policy-makers and give direction to further research. First, we compare the economic and psychological approach towards this topic, followed by a conceptual framework of EV preferences which is then implemented to organise our review. We also briefly review the modelling techniques applied in the selected studies. Estimates of consumer preferences for financial, technical, infrastructure and policy attributes are then reviewed. A categorisation of influential factors for consumer preferences into groups such as socio-economic variables, psychological factors, mobility condition, social influence, etc. is then made and their effects are elaborated. Finally, we discuss a research agenda to improve EV consumer preference studies and give recommendations for further research.

Abbreviations: AFV: alternative fuel vehicle; BEV: battery electric vehicle; CVs: conventional vehicles; EVs: electric vehicles; FCV: fuel cell vehicle; HCM: hybrid choice model; HEV: hybrid electric vehicle (non plug-in); HOV: high occupancy vehicle; MNL: MultiNomial logit; MXL: MiXed logit model; PHEV: plug-in hybrid electric vehicle; RP: revealed preference; SP: stated preference.     

Are multi-car households better suited for battery electric vehicles? – Driving patterns and economics in Sweden and Germany

Battery electric vehicles (BEVs) could reduce CO₂ emissions from the transport sector but their limited electric driving range diminishes their utility to users. The effect of the limited driving range can be reduced in multi-car households where users could choose between a BEV and a conventional car for long-distance travel. However, to what extent the driving patterns of different cars in a multi-car household’s suit the characteristics of a BEV needs further analysis. In this paper we analyse the probability of daily driving above a fixed threshold for conventional cars in current Swedish and German car driving data. We find second cars in multi-car households to require less adaptation and to be better suited for BEV adoption compared to first cars in multi-car households as well as to cars in single-car households. Specifically, the share of second cars that could fulfil all their driving is 20 percentage points higher compared to first cars and cars from single-car households. This result is stable against variation of driving range and of the tolerated number of days requiring adaptation. Furthermore, the range needed to cover all driving needs for about 70% of the vehicles is only 220 km for second cars compared to 390 km for the average car. We can further confirm that second cars have higher market viability from a total cost of ownership perspective. Here, the second cars achieve a 10 percentage points higher market share compared to first cars, and to cars in single-car households for Swedish economic conditions, while for Germany the corresponding figure is 2 percentage points. Our results are important for understanding the market viability of current and near-future BEVs.     

Symbolism in California’s early market for hybrid electric vehicles

This study explores the symbolic meanings being created, appropriated, and communicated by the owners of hybrid electric vehicles. As symbolic meanings are shown to be important to hybrid electric vehicle purchase and use, understanding the meanings, as well as their construction and communication, is essential for policy makers and others hoping to promote these new types of vehicles. Hybrid electric vehicles embody combinations of meanings that were previously unavailable from automobiles. Market observers who fail to recognize this struggle to explain why some people buy hybrid electric vehicles. They may characterize buyers as naı¨ve about calculating payback on fuel economy, or dismiss owners as image-seeking environmentalists. This research belies such simplistic explanations. Through the telling and analysis of buyers’ own stories, this study takes a robust approach to understanding the creation and spread of new symbolic meanings in the automotive market. Data were collected in ethnographic interviews with hybrid electric vehicle owners in the California, and analyzed using methods based on semiotic theory. In particular, the study explores how widely recognized social meanings (denotations) are connected to more personal meanings (connotations) and the effect that both types of meanings have on vehicle purchase and use.     

How to road price in a world with electric vehicles and government budget constraints

In this paper we examine what characterizes second-best road prices targeting external costs from driving electric (EV) and conventional (ICEV) vehicles when there are distortionary labor taxes and binding government budget constraints. Further, we examine how this second-best pricing fits with government set goals of reducing CO₂ emissions. The paper further develops an analytical framework for assessing first- and second-best road prices on vehicle kilometers, extending it to include EVs and externalities that vary geographically and by time of day. We find that optimal road prices largely vary with external cost, but are also significantly affected by the interactions with the rest of the fiscal system. Not surprisingly, the highest road prices should be for ICEVs in large cities during peak hours due to high external costs. More surprisingly, we find that the road price for ICEVs in rural areas should be lower than that for EVs due to large fiscal interaction effects. These road prices give large welfare gains, but they lead to no reduction in carbon emissions when applying the currently recommended social cost of carbon.     

Individual characteristics and stated preferences for alternative energy sources and propulsion technologies in vehicles: A discrete choice analysis for Germany

With respect to the German goal of a transition to a lead market for electromobility within a short time period, this paper empirically examines the preferences for alternative energy sources or propulsion technologies in vehicles and particularly for electric vehicles. The data stem from a stated preference discrete choice experiment with 598 potential German car buyers. In order to simulate a realistic future purchase situation, seven vehicle types were incorporated in each of the six choice sets, i.e. hybrid, gas, biofuel, hydrogen, and electric vehicles besides common gasoline and diesel vehicles. The econometric analysis with flexible multinomial probit models reveals that potential car buyers in Germany currently have a low stated preference for electric, hydrogen, and hybrid vehicles. While our paper also discusses the impact of common vehicle attributes such as purchase price or service station availability, it particularly considers the effect of socio-demographic and environmental awareness variables. The estimation results reveal that younger potential car buyers have a higher stated preference for hydrogen and electric vehicles, males have a higher stated choice of hydrogen vehicles, and environmentally aware potential car buyers have a higher stated preference for hydrogen and electric vehicles. These results suggest that common policy instruments such as the promotion of research and development, taxation, or subsidization in the field of electromobility could be supplemented by strategies to increase the social acceptance of alternative vehicle types that are directly oriented to these population groups. Methodologically, our study highlights the importance of the inclusion of taste persistence across the choice sets and a high number of random draws in the Geweke–Hajivassiliou–Keane simulator in the simulated maximum likelihood estimation of the multinomial probit models.     

Market dynamics and indirect network effects in electric vehicle diffusion

The diffusion of electric vehicles (EVs) is studied in a two-sided market framework consisting of EVs on the one side and EV charging stations (EVCSs) on the other. A sequential game is introduced as a model for the interactions between an EVCS investor and EV consumers. A consumer chooses to purchase an EV or a conventional gasoline alternative based on the upfront costs of purchase, the future operating costs, and the availability of charging stations. The investor, on the other hand, maximizes his profit by deciding whether to build charging facilities at a set of potential EVCS sites or to defer his investments.The solution of the sequential game characterizes the EV-EVCS market equilibrium. The market solution is compared with that of a social planner who invests in EVCSs with the goal of maximizing the social welfare. It is shown that the market solution underinvests EVCSs, leading to slower EV diffusion. The effects of subsidies for EV purchase and EVCSs are also considered.     

Adapting interactive stated response techniques to a self-completion survey

We report here on how we adapted Interactive Stated Response Methods to use in a self-completion survey of 454 California households to measure the market for electric vehicles in California. Electric vehicles are a novel product and have many features unfamiliar to consumers, in particular their home recharging capability and limited range. Reflexive techniques were designed to draw households into a deeper exploration of the lifestyle implications of electric vehicles than can be done in more typical self-completion surveys, and to stimulate key decision processes previously observed in detailed gaming interviews with 51 households. Reflexive self-completion techniques provide a middle course between typical large sample quantitative surveys and small sample, detailed gaming interviews. One of the benefits of the more intensive techniques was that participants reported finding the surveys interesting and return rates were high for a self-completion approach – over sixty percent. We review previous transportation and sociological methods which inspired our design, describe the design goals and features of our research, and summarize research results pertinent to testing the validity of our approach.     

Analysis of vehicle ownership evolution in Montreal,Canada using pseudo panel analysis

This paper employs a pseudo-panel approach to study vehicle ownership evolution in Montreal region, Canada using cross-sectional origin–destination survey datasets of 1998, 2003 and 2008. Econometric modeling approaches that simultaneously accommodate the influence of observed and unobserved attributes on the vehicle ownership decision framework are implemented. Specifically, we estimate generalized versions of the ordered response model—including the generalized, scaled- and mixed-generalized ordered logit models. Socio-demographic variables that impact household’s decision to own multiple cars include number of full and part-time working adults, license holders, middle aged adults, retirees, male householders, and presence of children. Increased number of bus stops, longer bus and metro lengths within the household residential location buffer area decrease vehicle fleet size of households. The observed results also varied across years as manifested by the significance of the interaction terms of some of the variables with the time elapsed since 1998 variable. Moreover, variation due to unobserved factors are captured for part-time working adults, number of bus stops, and length of metro lines. In terms of the effect of location of households, we found that some neighborhoods exhibited distinct car ownership temporal dynamics over the years.     

Getting around a license-plate ban: Behavioral responses to Mexico City’s driving restriction

License-plate-based driving restrictions are among the highest profile policies for local governments to address congestion and air pollution. Cities as varied as Sao Paulo, Paris, Tianjin, and New Delhi have enacted temporary or permanent restrictions to improve local air quality. Using household travel survey data and a research design based on the abrupt shift in how the policy applies to 10-year-old vs. 9-year-old vehicles, we evaluate the impact of Hoy No Circula, one of the earliest and most studied driving restrictions, in Mexico City. In line with previous studies, we find that Hoy No Circula has done little to reduce overall vehicle travel, but we reject the prevailing theory that its lack of success is due to perverse incentives for households to buy second cars. Instead, we highlight the range of other, less costly ways that people adjust behavior to avoid the restrictions. Although no single behavior dominates, most households — particularly those that own older, higher-polluting vehicles — do not use their car every weekday regardless of the restriction. As a result, it is relatively easy to shuffle travel from restricted days to unrestricted days and thus avoid the ban. Shuffling travel days is less costly, more immediately available, and far simpler for most households than buying a second car.